Zoom Billing Portal Redesign
Project overview
This redesign project aimed to improve the customer experience for managing subscriptions, invoices, and payments within the Zoom platform.
I led the end-to-end design process, collaborating closely with Product Management and Engineering teams to identify user pain points, streamline workflows, and introduce new features like enhanced payment methods and clearer subscription overviews.
Tool
Figma
Method
Competitor Research
User Survey
Wireframe
Prototype
Role
Lead UX designer
Timeline
October - December 2022
Design Deliverables
Design Impact
Improve Discoverability
Design a flexible system that can dynamically respond to user needs, accommodate future product updates, and maintain a seamless experience across diverse user scenarios, devices, and accessibility requirements.
11%
Increase in conversion rate for additional product purchase
46%
Increase in conversion rate for additional upsell purchase
141K
Additional projected monthly recurring revenue
Design Process
Problem
The existing billing page received consistent feedback for being too hidden and difficult for customers to locate. Additionally, the experience was not intuitive, making it challenging for users to update their plans and manage their accounts effectively.
Goals
The primary goal of the redesign was to improve the customer experience within the billing portal. This involved making the portal easier to find and navigate while enabling customers to self-serve seamlessly for tasks like plan updates, invoice management, and payment adjustments.
Metrics
The success of the project was measured by key metrics, including an increase in monthly recurring revenue (MRR) through better plan management and upselling opportunities. Additional indicators included a decrease in chatbot queries related to billing issues and improved qualitative feedback, such as higher survey scores and customer satisfaction results.
Internal Research
8 responses from billing agents who frequently use the site
24 responses from Online Account Executive agents who serves personal and SMB users
Content audits to develop a deep understanding of the billing portal logics
User Pain Points Disovery
1. Billing tab is too hidden for customers to find
The billing tab was buried deep within account settings, making it difficult for customers to locate and increasing frustration.
2. Difficult to edit a plan
Customers consistently rated the process of editing their plans as overly complicated, citing unclear navigation and confusing options that often led to errors or incomplete updates.
3. Ineffective upsell products
The upsell products were either too subtle to capture customer attention or too disruptive to the user experience, resulting in missed opportunities to drive additional revenue.
Design System Approach
Incorporate two design systems that set as a baseline for future redesign projects within the Zoom web admin portal
Core Library: New branding style for most of web pages, include marketing, pricing, and checkout
Global Library: Evolving design system for Zoom clients, Zoom apps, and web admin portal
Competitor Research
Identified best practices like centralized dashboards, intuitive plan editing workflows, and strategically placed upsell opportunities.
Noted successful use of progressive disclosure to reduce cognitive load and personalized recommendations to enhance user engagement.
Pinpointed gaps in our experience and opportunities to innovate while aligning with user expectations.
Design Principle
Standardize the design pattern
Create a consistent design pattern that is versatile enough to address various use cases, seamlessly adapt to different product offerings, and ensure compatibility across multiple platforms, including desktop, mobile, and tablet experiences.
Ensure flexibility
Design a flexible system that can dynamically respond to user needs, accommodate future product updates, and maintain a seamless experience across diverse user scenarios, devices, and accessibility requirements.
Less is more
Simplify the interface by reducing unnecessary elements, prioritizing key information, and creating a clean, focused design to minimize cognitive load and help users complete tasks efficiently.
Design Iteration
Concepts
Defined a clear vision for the redesigned billing portal, focusing on usability, discoverability, and scalability across platforms.
Explorations
Created multiple design variations to test different layouts, workflows, and interactions, ensuring the most intuitive solution.
Componentization
Developed reusable components in design system to ensure consistency, streamline development, and enable scalability across different use cases.
